The traditional clothing enterprises how to counter attack to seize the O2O heights

[review]

million European clothing O2O is essentially retail, high quality and inexpensive experience is good, this is the ultimate desire of consumers. To achieve good quality and low price, the layout of the back end of the enterprise, polishing the supply chain; to do a good job, you need to have the courage to undermine the existing interests of the chain, the ideal model for the reconstruction of clothing O2O.

for most of the traditional clothing industry, in recent years, electricity providers and foreign fast fashion brands under the strong impact of the growing depression. The best chance to O2O as a traditional industry, many Jedi counterattack, clothing enterprises have begun to test the water. For example, bestseller and Tencent Twitter Life cooperation, Metersbonwe line store experience, micro Amoy Ali’s cooperation with Gloria, YOUNGOR and 51, is a high-profile announcement to raise 3 billion yuan to build the O2O platform.

is for the traditional domestic garment enterprises do O2O, mostly stay at the marketing level, and not involved the deployment of the national inventory data of reverse supply chain deeper function based on the most even online and offline price are not realized.

clothing O2O is still the essence of retail. Consumers will not simply pay too high a price for good service, nor will it give up a good shopping experience just to be cheap. Cheap and good experience, which is the ultimate desire of consumers. To achieve good quality and low price, the layout of the back end of the enterprise, polishing the supply chain; to do a good job, you need to have the courage to undermine the existing interests of the chain, the ideal model for the reconstruction of clothing O2O.

is from simple to complicated, to create the ultimate experience of garment O2O

1 seamless sales channels

is the ideal clothing shopping scene should be like this: customer orders online, pick up in the vicinity of the line, shorten the customer browsing path; the line fitting, online purchase, fast transfer goods missing number. This sales model will become the norm in the future, but also an inevitable trend of development. The biggest advantage is that online electricity supplier price is low, and the short board is the largest customer experience is poor, not fitting, it is not convenient to return. As the European network often mentioned, where the pain point, the opportunity is there. The traditional industries to counterattack electricity supplier, first to do online sales with price, we must dare to break the interests of the chain, accept the line shop fitting room, storage room has become. When the channel is no longer important, the consumer experience will have an essential upgrade.

2 burnish brand spirit

in April this year, the first "YOUNGOR house" opened in Shanghai, Smith Barney, XTEP also opened a large store experience in the last year, Shulang honeycomb store brand collection test business. In my opinion, open store experience, increase of catering, entertainment and leisure projects may be just some chicken ribs and value-added service, and does not enhance the customer experience in a large extent, because the customer to a clothing store. The ultimate aim is to buy clothes. There is no mistake in the form of experience store, the mistake is that these services are just a patchwork, and there is no spiritual core. This spirit is the core of the brand culture output. Like Nike, a company that specializes in sports equipment for half a century

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